Raising Print 2014

Personalised programme with raised print.

Raising Print 2014 held in July in HP's UK Head Office promised to inspire and inform attendees to push the boundaries of print with digital technology. Covering new print and ink technology, personlisation, the age old digital vs print debate and how to use print to add value, the conference suite was full of inspiring new ideas and we all left laden down with samples. The highlight was the clever way HP had worked with Print Solutions Magazine to provide tailored examples of new print, digital and finishing techniques that were personalised to us, our journey and interests.

Personalised die-cutting

The motto for Raising Print was, "The only limitation is your imagination". Julia Cole, UK&I Marketing Manager - HP explained that there were no limits to the future of print, beyond our imaginations and the vision of our clients. By blending the power of physical print with the relevance of online, using integrated, just in time, GEO-specific, customised or emotional print you can significantly increase the effectiveness of your retail marketing campaigns. 

Eye-catching print options

A great example of this concept is Coca Cola's 2013 'Share a Coke' campaign which was rolled out across across Europe to great success. Encouraging teenagers to search for their name and share a coke with their friends, was an ambitious concept that proved more popular than anyone had anticipated. In Germany alone Coca Cola consumption in teenagers had reduced by 52%, with teenagers stating that Coca-Cola was no longer relevant to their lives. Coke rolled out the campaign in four months, with over 800 million personalised labels across thirty-two counties. The most popular one hundred and fifty names in each country were selected in fifteen languages and five different alphabets. Cans and bottles were available in stores, cafes, online and from Coke roadshow events. All labels were printed on HP presses and Coke challenged HP to retain colour consistency across all three product and the thin label film. 

White ink examples

The 2013 campaign was innovative, social and digital, increasing weekly traffic by 106,000 in Germany alone, which was an increase of 1787%. The campaign created 18.3 million media impressions, won a Cannes Lion award and #mycoke was the top trend on Facebook. Consumption in the target market increased by 59%, 10,000 personalised bottles were ordered online per day, equating to 1.2 million personalised bottles over the duration of the campaign in Germany.

Susan Wright, Editorial Director - Earth Island Publishing spoke about the future of digital print, predicting shorter runs, shorter lead-times and the growth of variable data printing. Susan stated that digital print will be dominant by 2015 because of its interaction with online and built in tracking for clear ROI. Print businesses need to work on their online provision as print buyers are searching and ordering online more frequently. At the SPS Group we provide a store ordering facility through our Mauve retail marketing solution, that allows head office to track stock levels and ordering patterns for a more intelligent buying process.

locr personalised maps

Paul Manning, Managing Director - Rapidity Communications presented an engaging update on the new materials and ink technologies available in conjunction with HP. We were shown raised print, clear inks, textured effects, white ink and spot colours in applications tailored to our clients. Creating in-store theatre has never been so accessible or effective and we are bursting with new ideas for your retail marketing campaigns. 

Thomas Schnetter, Business Development - locr GmbH UK demonstrated their personalised maps that can be applied to printed direct mail easily for GEO-specific targeted marketing campaigns. We would recommend the concept for store openings or for targeting new or lapsed customers in specific locations. locr saves hours of individualised map art-working and works with variable data for quick and simple campaigns. 

Speciality substrates

Ian Sullivan, CEO - Paperhat Consorcio spoke about using the print and social media relationship to add value to marketing campaigns and provide accurate measurement. QR codes or augmented reality apps on printed retail marketing can not only provide clear calls to actions but also real-time measurement of campaign success or the customer's journey through your media. This link provides the key to much more responsive and informed retail marketing campaigns. Ian also suggested that printed marketing should utilise key social media topics or stories, for example blog posts or links to interactive content. 

Raising Print was a a slick and inspiring event that presented a range of tailored ideas and facilitated vital conversations between print professionals. HP and Print Solutions created a platform that encouraged us all to consider incorporating new elements to strengthen our service offering and push the boundaries of print technology. This event wasn't prescriptive as are so many conferences, but instead challenged us to shape the future of print with new ideas and embrace the possibilities of digital and print collaboration.

Top tips from Marketing Week Live 2014:

1. The only limit to print in retail marketing is your vision. Challenge us as your supplier to provide innovative and cost-effective in-store theatre. 
2. Think beyond traditional ink by using raised print, white inks or spot gloss.
3. Consider how personalised maps can be used to engage with your target market with clear calls to action.
4. Streamline your print buying process by utilising a solution like Mauve, which provides store ordering facilities and comprehensive reporting facilities to Head Office, such as stock tracking, most and least ordered items, and store ordering levels.
5. Link social media to your printed retail marketing for responsive real-time ROI tracking.

As experts in Retail Marketing and with the Clockworx Design Agency dedicated to app, digital marketing and 3D design, send us your brief today to find out what unique solutions we can offer to solve your challenge.

Maria Parker-Harris

Group marketing Co-ordinator

The SPS Group 

www.spsgroup.co.uk

Marketing Week Live

Marketing Week Live 2014 held in June at London's Olympia, encompassing all aspects of marketing from digital, to print and retail marketing. MWL 2014 was intelligently split into five zones based on the core challenges marketers face; Convert, Engage, Experience, Personality and Understand and was hosted by key industry publication - Marketing Week. The range of keynote speakers and conferences available was impressive and covered customer insight, the power of digital, social and mobile, content marketing, integrating marketing channels and immersive brand experience. The addition of the MWL Leadership Programme provided a dedicated section of content directed at Marketing heads, chiefs and directors. This concept ensured that the event added value to all levels and the sessions were really popular.

Marketing Week Live Talks

 Omnichannel marketing is of growing importance in retail marketing. No longer a trend, developing a fully integrated retail marketing campaign that incorporates apps, digital, print, in-store events and direct mail is vital for the success of retail brands. Claude Nahon, President - MOOD International presented a retail focused look at 'The heart of the omnichannel brand strategy for a truly connected store'. Claude strongly believes that in-store marketing must provide a sense of theatre to capture attention and prove effective. Gamification is a great way to encourage your customers to interact with your brand on and offline. With this in mind we suggest you look at the potential to add gamification to loyalty schemes through use of a mobile app. For example vouchers can be added to the app for use at the checkout, by scanning certain POS units throughout the store, which not only drives in-store traffic to designated points, but also reinforces the chosen message. This could be extended to include exclusive recipes or competitions available by scanning set POS displays. The options are endless and with the growing popularity of augmented reality, interactive POS is a not to be missed opportunity.

Marketing Week Live Exhibition 2014

Julia Monro, Head of Social Media & PR - Pret A Manger shared six fundamentals for great social media management. Her two core themes were to look beyond selling and provide an 'entertainer' that can see the opportunity for engagement within a wide range of real-world events and situations and use the platforms to understand your customers. Julia advises that you keep social media management in-house, describing social media as the first point of call for your customers. We would advise linking POS to social media to increase traffic both in-store and online, by encouraging consumers to share pictures of their meal or DIY project, completed using a group of items available in store with offers. A further offer could be issued to each online contribution to encourage further in-store traffic and brand loyalty. Social media should always add value to your customer and providing access to new products prior to launch, or exclusive offers or expertise will ensure that customers keep following your chosen call to action. As a final note on social media, we would advise that you always answer feedback, good or bad and listen to sentiment levels as a guide for not only your marketing plan, but also to shape product development and operations. 

Gaz Battersby, Creative Director - Epiphany talked about the importance of great content marketing. Gaz stated that great content adds value to the reader and is available across multiple channels. With approximately 55% more traffic for blogging companies, the potential is clear. Great content goes beyond providing information or calls to action, great content can enhance your SEO and powers your social media channel through sharable and high quality copy. Retail brands could harness this marketing technique on their blogs by utilising celebrity or guest bloggers, for example celebrity chefs, respected designers, mixologists, builders, stylists or thought leaders in your sector. These figure-heads should not only talk about the benefit of your products and services, but also tips for new trends or insider knowledge that would interest your target audience. This will ensure that readers keep consuming your content and can be used to drive traffic in-store. 

M&M World - Immersive Retail Marketing

Marketing Week Live was packed full of valuable information, high quality exhibitors and engaging show features. We will definitely by visiting again next year. Our only critique would be that the retail marketing content and zone needed a little more focus as it was overshadowed by the other zones a little, but I am sure this will balance for next year.

Top tips from Marketing Week Live 2014:

1. Use omnichannel marketing to drive in-store traffic and improve brand loyalty by linking app, loyalty schemes, POS, direct marketing and social media.
2. Use social media to add value to your audience rather than as a showcase for your 'best side'.
3. Grow your blog content by including exclusive information from opinion leaders and respected experts.
4. Always respond to feedback on social media, they have cared enough to give you the opportunity to respond, use it to secure their relationship.
5. Use POS to drive social media traffic with interactive functionality and exclusive content, that can then in turn increase traffic in-store holistically. 

As experts in Retail Marketing and with the Clockworx Design Agency dedicated to app, digital marketing and 3D design, send us your brief today to find out what unique solutions we can offer to solve your challenge.

Maria Parker-Harris

Group marketing Co-ordinator

The SPS Group 

www.spsgroup.co.uk